Adweek

The best mom advertising doesn't make women feel like buying a better product so much as it makes them feel like being a better mom. Better yet, it makes buying the product seem like a consequence of already being a better mom.

The new Luvs campaign from Saatchi & Saatchi in New York accomplishes the latter with humor, skill and grace. The spots are based around an arcane piece of Nielsen data—that second-time mothers are more likely than first-timers to buy Luvs. And everyone knows second-time moms are the epitome of grace under pressure, while first-time moms are ticking time-bombs of stress and anxiety. The ads illustrate this truism with humorous and relatable before-an